Broadcasting vs. Digital Transition: How Terrestrial Platforms and Digital Broadcasters Innovate
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively highlight renowned leads to boost ratings and produce television series that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and narrative depth over mainstream success. Secondly, they offer tailored content that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also on a global scale. Through these strategies, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on digital platforms. This strategy helps sustain the relevance of established TV channels while attracting new viewership. Meanwhile, the growth of alternative digital platforms is reshaping more info viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by collaborating with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide genre-defying and cross-border content. As synergy and integration between these platforms continue to expand, audiences can expect a richer and elevated media landscape in the future.